You’ve raised the capital, gathered the team, launched the company and established your brand. But in terms of content—you’ve built a digital presence—there are still some kinks to work out. Without structured content, your brand-publishing efforts aren’t 100 percent complete.
To produce and promote effective content, take a cue from the journalism world. Here are seven guidelines to apply to your brand publishing efforts:
Research is a Must
In order to stay ahead of competitors, enlist a team of resourceful, proactive content creators to act as reporters as well as copywriters. They’ll need to be go getters who are constantly scouring the internet for research but also making calls to industry sources when necessary. This can yield real-time developments or insights that other content marketers will miss out on.
Check Your Facts
In contemporary society, everyone has an opinion about everything. People are free to voice their thoughts, but simply having an opinion doesn’t mean that it’s accurate or well-researched. Unfortunately, “truth” has become subjective. If your business has been called out as “fake news,” good luck restoring your credibility.
For these reasons, ensure you have a good editor (ideally more than one, though) working with your writers. They’ll dig deep and ensure the legitimacy of your content before it’s published. With these fine folks, you can’t go wrong.
While it’s been said “a picture’s worth a thousand words,” a video conveys a story even better. TV-news reporters regularly obtain footage—interviews, b roll, etc. for their reports. Likewise, brand publishers can use video to engage their audience and break up a regular stream of written content.
But, remember, your work isn’t finished after shooting. Someone will have to do that much-needed, post-production work to ensure videos are crisp, clear and vibrant.
Keep Your Content Clean
Presentation can make or break a would-be deal between your business and potential employees and/or customers. In order for content to look its best, editors are essential. They do more than confirm facts. They are the people who take great care in style, punctuation, grammar, syntax, structure, clarity and all those minor-yet-crucial details others often overlook.
Respectively, post-production editors aid videographers in perfecting footage to accompany the writing. Pull back a bit farther for those who help shape your company’s narrative—the people crafting the overall story. Some know them as content strategists; in journalism, they are editors. No matter what the tech world invents, nothing can substitute for a quality, editorial department.
You have a website full of content, but what are the best strategies to go about alerting your followers on social media? Consider looking at what’s trending in your business’s industry. For example, if you’re posting to Twitter, look for trending tags and craft a header with those tags. While original content’s always great, don’t discount inserting your post (via a reply) into a thread that’s getting a lot of attention. More, if you’re light on original content, consider re-posting relevant content that’s trending/gaining great attention.
Manage Your Process
In order to keep your staff focused, you’ll need enforcers and organizers—ideally an editor (or more than one) and a managing editor. These people have been out in the field themselves but have earned the experience it takes to guide your team toward success.
Your deputies should be assigning projects, approving pitches and aiding in copy editing when necessary—they may even write when available. A managing editor can keep everyone organized and operating smoothly, especially when you’re running a fast-paced environment!
Network, Network, Network
If you can’t be at every business function, hire an editor-in-chief or chief content officer. This person can attend those gatherings and events, meet with your investors and industry thought leaders, look into external funding, and watch the budget. This person knows what’s necessary to keep your operation(s) at an optimal level.
They’re also willing to make the hard decisions and often be the face of your company—in good times and bad. Armed with the deputies loyally at their side, the EIC/CCO is an unstoppable force leading your content crew into victory.
While the media itself is in a rough patch currently, that doesn’t mean your business can’t borrow from what’s working for them structurally and internally. Editorial teams and deadline-driven environments are primary, effective elements in producing and driving marketable content.
What can you do to implement these aspects into your brand? For more on increasing you publishing efforts, download our eBook, “The Brand Publishing Roadmap.”